Value is added though demographics, features, and selectivity. In the Google model, advertisers pay when the viewer responds to the offer of an ad and chooses to look at the ad in detail. In the TV model, the advertisers pay more to reach an audience that suits them (based on the content that draws them to the particular show.) We provide demographic information for each advertiser that not only provides the zip code where they live (and their telephone number for further contact), but also the information topics they were interested in as part of their call. For a TV ad, the viewer has to take a separate action (get the phone, write a letter, go to the store). Much like the Google ad, any listener to our programs is already using the medium that allows instant contact with the advertiser.

A heating and air conditioning firm may want to reach every caller for weather information during the spring and fall.

A cell phone operator may want to reach only cellular callers to promote a calling plan. Cellular callers can be identified in the split second it takes to connect the call and delivered an ad tailored especially for cell phone users.

A satellite TV operator may want to promote a sports ‘package’ to sports fans. Those that select to listen to sports scores, can be delivered their message on a selective basis.

A long distance company may want to provide a calling plan offer to local residents. They can elect to target these callers by delivering their ad only to those that elect directory assistance as an option feature.

Any ad can include interactivity, at virtually no additional cost. By that we mean the ability to press a telephone key and connect directory to the advertiser or their representative to learn more about the offer. There is a flat $99 fee to ad this feature to any ad placed for a full month.